What Is the Definition of a Focus Group?

A focus group is a small group of people whose opinions are studied. Focus groups are most commonly used in the advertising and political industries.

Definition

The term focus group is a noun that refers to a small group of people who are asked their opinion about something---a product or idea. Their responses are then studied to determine the reactions of the larger population.

Purpose

Focus groups may be used in the advertising industry to measure the impact of a new product or television show. They are also used in political settings to gauge the popularity of a politician or a political strategy.

Composition of Focus Groups

Focus group usually contain around 10 or fewer people. Often, these groups are made up of volunteers. Members of the group are typically asked a series of questions, or they may be asked to try a new product or watch a TV show or film.

History & Other Terms

The term focus group was first used in the mid-1980s. Market research is a term closely related to focus group.

Advantages & Disadvantages

Focus groups allow those working with a company or political campaign to interact directly with the target audience. However, those conducting focus groups may ask members leading questions, which may create bias. Also, certain members of the group may be more outspoken than others, which may also lead to inaccurate findings.

References

• Focus Group; Webster's Third New International Dictionary Unabridged
• Focus Group